3 things great companies do
According to trendwatching.com, the feelings a Customer has when they are getting excellent Customer service are the same as the feelings they have when they feel love. I couldn’t agree more. Most excellent Customer Experiences leave Customers feeling valued and important, or, in other words, feeling the love.
There are three things that great companies that have excellent Customer Experiences do in common to make Customers feel the love. They are:
They always do more for Customers.
They know these two words: Customer Convenience
They know accessibility is an investment, not an expense.
Let’s take a closer look at each of these with specific examples from companies with great experiences:
Always Do More for Customers
A company that understands this is Amazon. They are always improving their services with the Customers in mind. Amazon never is content to keep their experience stagnate. In late May this year, they announced they will begin same-day delivery services for many of the Prime Customers for no additional charge.
But you don’t have to be as big as Amazon to do more for your Customers. The Airport Fast Park at the Baltimore Washington International Airport also thinks of ways to do things for Customers. From helpful advice on arrival regarding the best possible space at that moment to a shuttle picking you up at your car instead of a shelter, they look for ways to do more for the Customer. They even take your right back to your car when you get back—with a complimentary bottle of water. Now, they offer complimentary electric vehicle charging as well.
These companies know the value of doing more. They don’t ask more of their Customers, but they give more service all the time.
Know these two words: Customer Convenience
The words hassle and confusing are never good when associated with your Customer Experience. A famous story from a few years back tells the tale of a young woman concerned about her dad not having any food when he was snowed in during a Pennsylvania snowstorm around the holidays. After calling several stores, Trader Joe’s agreed to deliver the food to the man and refused payment from his daughter. The Trader Joe’s team told her to “Have a Merry Christmas!”
Convenience takes many forms, however, and lately that form is mobile. In a recent article, “3 Ways to Use Mobile To Your Advantage,” I discuss how Macy’s, Dick’s, and Taco Bell have embraced mobile Omni-channel approaches in unique ways to take their relationships with their Customers on-the-go to a new level. It is essential to consider convenience for your Customers and mobile technology and access is upping the ante in that game all the time.
Accessibility is not an expense; it’s an investment.
Chik Fil A staffs their incoming Customer calls in such a way that the average hold time is always better than five minutes. Anyone who has worked in call centers knows that this amount of time is exceptionally low. Why do they staff this way? They want accessibility to be part of their experience. This stat is just one part of their strategy to raise the standard for keeping Customers happy. They also created a survey on their website that allows Customers to submit feedback any time of day—without even the five-minute wait of the Call Center.
It isn’t just Chik Fil A that understands this concept. Hilton is a fan of accessibility and a multi-channel approach. In addition to the traditional email and toll-free number options for Customer Service, they added a “click to call” feature to their website that connects them to Customer Service (quickly). They also present the option to leave your number for a Customer Service agent to call you back.
From sufficient staffing to good training to creating new ways to communicate with Customers, accessibility is an investment that is sure to pay off in the long run with happy Customers. Why? It’s formulaic: Happy Customer = Loyal Customers.
By always doing more, minding the Customer Convenience, and investing in accessibility, you make Customers feel valued and important, two key feelings associated with love. These days it’s important to make sure the Customers feel the love.
Are your Customers feeling the love from you?
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Colin Shaw is the founder and CEO of Beyond Philosophy, one of the world’s first organizations devoted to customer experience. Colin is an international author of four bestselling books and an engaging keynote speaker.